Why Cultural Relevance Is Key to Your Brand Conversation

How your brand can use culture as a vector for connection on Twitter

Scale, incremental reach and frequency are commonly used ingredients in marketing. But these days brands have a short window to make a big impact.

Twitter’s recipe for success? Reach and relevance. That’s because 25% of a consumer’s purchase decision is driven by cultural relevance. And brands that connect to what’s happening on Twitter are 41% more likely to be seen as culturally relevant by their audience.

In an era where the next hot thing changes by the second, cultural relevance is about tapping into the collective conversation, being present and evolving with it.

As people flock to Twitter, we’re seeing the opportunities for brands to build cultural relevance through connection and conversation take new shape. And it starts at home. So, what do you need to know to stay culturally relevant and make an impact?

Co-viewing is having a moment

So much of culture has been shaped by co-viewing—fans consuming content while sharing the experience with others on Twitter—but social distancing has made this practice much more common.

According to our study, 44% of people using leading social media platforms said their usage of Twitter while watching TV has increased since March. Whether it’s on TV or online, people are watching—and Tweeting about it—together.

But don’t take our word for it.

Everyone seemed to be talking about The Last Dance, ESPN’s documentary on the Jordan-era Chicago Bulls. When it premiered on April 20, Twitter was the number-one platform for The Last Dance content with 11.3 million video views—1.2 million more than the second-place platform. Whether they were reliving the Bulls’ victories of the ’90s or witnessing these highlights for the first time, the conversation on Twitter was nothing short of nostalgic and it brought together a large community of sports-starved fans.

Not long after stay-at-home orders went into place, Global Citizen’s ‎#TogetherAtHome digital special was created in support of frontline healthcare workers and the World Health Organization. So many people gathered on Twitter to watch that ‎#TogetherAtHome became the number-one trend during the event, garnering over 10.3 million views of the live stream.

Unsurprisingly, the NFL Draft went virtual this year. And while the usual venues were empty, the roar of the crowd was louder than ever on Twitter.

This year, Twitter was the number-one platform for the NFL Draft, generating over 171 million views of draft-related content in April, more than any other leading platform. Since then, the conversation has continued to soar with a 62% increase in the average number of daily NFL-related Tweets from May to June.

If it’s happening in culture, it’s happening on Twitter. This is where the world’s biggest cultural moments play out live. People are watching (and Tweeting), ready to take part in the culture. Your brand should be there, too.

The article ‘Something to talk about’ first appeared on Marketing.Twitter.com


Doug Brodman is the director of U.S. agency and platforms Solutions on Twitter’s global agency and platform solutions team. Follow him on Twitter @dougbrodman


Sources: MAGNA & Twitter, “The Impact of Culture,” U.S., 2019; Kantar & Twitter cultural relevance research, total population, 100 U.S. brands tested, Dec. 2019; Twitter Insiders, Twitter TV usage, U.S., July 2020; Tubular Labs, Video views from ‎#thelastdance or “The Last Dance” content, U.S. creators, videos uploaded in 2020, Data as of 7/14/2020; Twitter Internal Data, April 2020; Tubular Labs, Video views from NFL Draft content. April 2020. Data retrieved July 7, 2020. U.S.; Twitter Internal Data, U.S. only. Time period: June 2020 avg. vs. May 2020 avg. Data retrieved June 22, 2020